Simon Bennett, partner at law firm Fox Williams, told Drapers: ”This is another example of a fashion brand jeopardising the value of its brand. The reputational damage this can cause a brand is potentially very serious and can impact on a brand’s ability to prevent others from misusing the brand. Further, if reputational blunders of this type are repeated, it can cause the value of a brand to drop which could reduce the royalties a brand can command when licensing the brand to third parties to make products under the name.”

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